Too often, apps launch into the app store, and eBusiness and organizations start to measure metrics like downloads to gauge success. But just launching an app and hoping it finds a captive audience will lead to disappointing results. This session will focus on how to succeed in the overcrowded app market today, including the importance of being first to market, providing a high-quality experience, and then focusing on setting meaningful key performance indicators to measure for your brand.

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Your Guide To Mobile App Success
Jennifer Wise, Senior Analyst
November 15, 2016

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Agenda
› How can companies win their customers’ mobile moments?
› How can you drive app discovery?
› How can you retain your app users?

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Agenda
› How can companies win their customers’ mobile moments?
› How can you drive app discovery?
› How can you retain your app users?

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The [Demanding]
Mobile Consumer
Image source: iStock

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US Mobile Forecast, 2015 to 2020

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Welcome to the
Mobile Mind Shift
The expectation that I can get what
I want in my immediate context
and moments of need.
Image source: iStock

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Mobile Moments
are the next battleground
A mobile moment is a point in time and
space when someone pulls out a device
to get what she wants in her immediate
context.
Image source: iStock

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30 billion
Image source: iStock

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1.5 million
Apps available to consumers today
5.4 billion
smartphones globally by 2020
78%
of time is spent in apps
25
Number of apps a
consumer uses in a
month
Source: Forrester’s Mobile Audience Data, August to October 2015 (US); Forrester’s Mobile Audience Data, January to June 2015 (US)
126
minutes spent on a
mobile phone daily

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Consumer turn to apps for:

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But a select few apps dominate attention

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Agenda
› How can companies win their customers’ mobile moments?
› How can you drive app discovery?
› How can you retain your app users?

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Drive Discovery With
Relentless Marketing
Image source: wiseGEEK (www.wisegeek.com)

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App discovery resources run the gamut

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Cast a wide net with your efforts
› Manage your app store reputation to stand out.
› Cross-promote your app across digital and offline channels.

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Cross-promote your app across digital
and offline channels

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Cast a wide net with your efforts
› Manage your app store reputation to stand out.
› Cross-promote your app across digital and offline channels.
› Intercept potential new users in browsers or third party
apps with ads.
› Influence your audiences’ network.

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Agenda
› How can companies win their customers’ mobile moments?
› How can you drive app discovery?
› How can you retain your app users?

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Step 1: Create A
Winning App
Experience
Image source: iStock

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App users are fickle

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Consumers quickly abandon apps that fall
short of their expectations

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Master the basics of a successful app
experience:
Is your app:
› Essential?
› Easy to navigate?

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JetBlue provides value with ease

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Master the basics of a successful app
experience:
Is your app:
› Essential?
› Easy to navigate?
› Technically superb?
› Mechanically sound?

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Sitorsquat stymies customers

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Step 2: Master Ongoing
App Engagement
Image source: iStock

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Managing the in-app lifecycle is key
ENGAGE
USE BUY
EXPLORE
DISCOVER
ASK
Drive interest in new
products or app features.
Notify customers of a
flash sale.
Remind customers to pick up a
prescription in-store.
Send customers a targeted
discount to drive a sale.
Provide customer
service.
Create product
tutorials.
Drive use of loyalty
rewards.
Showcase new app
features.
Promote ratings &
review.

28. Flight
Event
Shifted expectations change how marketers engage
with customers.
Airline Example
-2
days
• Change
seat
• Request
upgrade
-2
weeks
• Search for
information
• Book ticket
• Change
reservation
-2
hours
• Check in
• Check gate
• Departure
time
• Lounge
access
• Arrival time
• Food order
• Movies
• Wi-Fi
• Duty Free
+2
weeks
+2
days
+2
hours
• Ground
transport
• Lost
luggage
• Navigation
• Mileage
points
earned
• Customer
service
survey
• Mileage
status
• Reward
travel
• Upcoming
reservations

29. Flight
Event
Shifted expectations change how marketers engage
with customers.
Airline Example
-2
days
• Change
seat
• Request
upgrade
-2
weeks
• Search for
information
• Book ticket
• Change
reservation
-2
hours
• Check in
• Check gate
• Departure
time
• Lounge
access
• Arrival time
• Food order
• Movies
• Wi-Fi
• Duty Free
+2
weeks
+2
days
+2
hours
• Ground
transport
• Lost
luggage
• Navigation
• Mileage
points
earned
• Customer
service
survey
• Mileage
status
• Reward
travel
• Upcoming
reservations

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Old engagement tactics won't work with
new technologies
Online: Mobile:
Customer segmentWho to target Individuals
Pre-fabricated messages through pre-
planned channels
What format and
content
Personalized content through optimal
touchpoint
Triggered by a company eventWhen to engage Push-based communication triggered by
a customer-led event
Any locationWhere to engage An explicit location
Proactive interactions to serve the
business, or reactive communication to
serve the customer
Why the
engagement
occurs
Proactive interactions to serve the
customer and business
Source: The “Vendor Landscape: Mobile Engagement Automation Solutions” Forrester report.

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Harness data, automation, and analytics
› Consolidate your consumer data and establish a
real-time customer data environment.
› Invest in systems of insight to home-in on the right
mobile moment.
› Deliver the right engagement through the right
channel.
› Maximize engagement through analytics.

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Follow a clear path to execution:
Analyze
Performance
Measurement &
Optimization
Provide
analytics into
app and or
customer
lifecycle and
campaign
performance.
Engineer
Interaction
Delivery
Deliver the
campaign by
the channel of
choice in that
mobile
moments.
Design
Engagement
Decisioning &
Assembly
Assemble the
right content to
deliver to the
identified
audience in the
identified mobile
moment.
Identify
Audience &
Moments
Analyze raw
data to identify
audience
segments and
events that
trigger mobile
moments.
Inputs
Data & Content
Ingest content to
deliver and data
sources. Data
types include, at
minimum: CRM,
mobile app
analytics and
real time data.

33. FORRESTER.COM
Thank you
© 2016 FORRESTER. REPRODUCTION PROHIBITED.
Jennifer Wise
jwise@forrester.com
@JenniferWise